School of business studies

UNIT II
 
 
 
 
 
 
 
 
 
 
Consumer behavior and social influences- Forms of social influences 
–
culture subculture- social 
class- reference groups- family- FLC- 
sales person’s influence of advertising and other situational 
influences. Consumer motivation- Major components of consumer motivation- consumer 
perception- key factors in perception. Nature of consumer learning- major factors in learning- 
Consumer attitudes- Concept- components of attitude
UNIT III 
 
 
 
 
 
 
 
 
 
 
Marketing research: Definition- Aims and objectives 
–
contribution of marketing research. 
Need for marketing research. Scope of marketing research. Techniques of marketing research. 
Steps involving research procedure. Research Methodology- Research design, types of research- 
exploratory and descriptive steps involved in research design.
UNIT IV 
 
 
 
 
 
 
 
 
 
 
 

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Programme: 
MBA- 
General
Research plan- types of data- sources- secondary data- limitations of secondary dataprimary data- 
Attitude measurement & scaling Techniques -questionnaires- question sequence- question 
requirements- types of question- conducting the survey. The sampling process- The sample- theory 
of sampling- types of samplingprobability and non-probability methods of sample selection- sample 
size.
Testing & Evaluation (if any) 
●
Assignments
●
Case analysis/ Problems
●
Seminar/Project
●
Discussions/ Group activity
●
Internal Assessment 
References 
1. M. Khan (2007), Consumer Behaviour, New Age
2. RamanujMajumdar (2010), Consumer Behaviour: insights from Indian market, Prentice Hall.
3. Thyagi, Arunkumar (2004), Consumer Behaviour, Atlantic.
4. Green and Tull( 1974), Research for Marketing decisions, Prentice Hall 41
5. Naresh Malhotra (2003), Marketing Research, Prentice Hall